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IndustryBFSI
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LocationIndia
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Solutions
- Big Query
- Google Analytics 4
- Google Ads
- Meta Ads
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Results
- ~10% absolute reduction in CAC (Customer Acquisition Cost) (compare to the traditional client side approach)
- Built a robust & futuristic customer-centric capability
Axis Max Life Insurance Limited is an Indian life insurance company based in New Delhi and is the largest private-sector life insurer in India that is not affiliated with a bank
Max Life Insurance faced rising Customer Acquisition Costs (CAC) due to inefficient ad targeting and tracking limitations. Browser restrictions, privacy regulations, and iOS updates reduced tracking and retargeting capabilities, shrinking their reach. Client-side pixels led to incomplete data, poor attribution, and lower Event Match Quality (EMQ).
●Transitioned from client-side pixel tracking to server-side tracking via Conversions API (CAPI) using GCP, ensuring resilience against browser restrictions and improving data accuracy.
●Integrated hashed user identifiers (emails, phone numbers etc) to protect PII, ensuring compliance with GDPR while maintaining trust and data security.
●Enriched events with high-quality identifiers and contextual data to boost EMQ. Monitored EMQ scores and campaign metrics in real-time to ensure optimal results
●~10% absolute reduction in CAC (Customer Acquisition Cost) (compare to the traditional client side approach)
●Transitioned from device/cookie-based identification to user-based identification & built future-proof solution
●Developed a capability that is compliant with PII regulations
“The server-side tracking implementation has transformed our marketing efforts, reducing CAC for Term & Savings busiesss, improving data accuracy, and ensuring compliance. This data-driven approach has expanded our reach, optimized campaign performance, and delivered measurable success, helping us connect with our audience more effectively.”
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10%
Absolute reduction in CAC (Customer Acquisition Cost) (compare to the traditional client side approach)
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